Using Twitter to raise your profile
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Twitter can be a great way to connect with people and share your ideas. This presentation looks at best practice for academics who want to do that.
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Using Twitter to raise your profile
- 3. 3.42 billion internet users [internetlivestats.com, 2016] 4.77 billion mobile phone users [statista.com, 2017] 328 million monthly active Twitter users [statista.com, 2017]
- 4. #280characters Free URLs and images No character limit in DMs
- 5. 6,000 tweets a second 350,000 tweets a minute 500 million tweets a day
- 12. Raise your profile Network with others Learn from others Find new opportunities Objectives
- 13. What offline impacts do you want to achieve with Twitter? Strategy
- 14. Who are you trying to reach, what are they interested in, and what platforms are they on? Strategy
- 15. How can you make your content actionable, shareable and rewarding? Strategy
- 16. Who can you work with to make your use of social media more efficient and effective? Strategy
- 21. #TeamHallam
- 25. “This will make a valuable contribution to any autism impact case study for REF 2020. "Before the event I was feeling the onset of Twitter burnout. This event re- energised my interest – it reminded me of the potential of Twitter to reach people and effect change.” Professor Nick Hodge
- 26. Best practice
- 27. Think of the audience.
- 28. Do less, better.
- 30. Don't tweet and run.
- 34. Slow down.
Editor's Notes
- Internet has democratised mass communication. It's completely changing the way we communicate, and Twitter is a great example of that. If you think of the Occupy movement, the Black Lives Matter movement, or #HelloMyNameIs campaign, they've all used Twitter to connect people, mobilise communities and effect change.
- Some recent changes to the platform that are changing how people use it.
- Lead into the idea of peak content. How do you tweet for impact in that context?
- We’re producing too many podcasts, too many TV shows, video games, status updates and images than we could consume in a million lifetimes. Sometimes called 'information obesity'.
- Top ten most watched videos on YouTube are all pop music videos.
- Attention is a commodity. We have a surplus of content and a deficit of attention.
- According to a study by Microsoft, our attention spans are getting shorter.
- This is the guiding principle behind good social media. People are interested in people, not things and stuff.
- Some common objectives for using Twitter. The last two are part of networking. Worth remembering that Twitter is not a silver bullet for achieving these things - it's just the communication tool we're using to do those things.
- From the Fast Track Impact resources section, by Prof Mark Reed. These should be business objectives - things you want to achieve in your work. You can use Twitter to achieve those things, but you need to put some thought into it.
- What are they interested in? What do they want? What can you give them? We need to ask ourselves these questions repeatedly, every time we post. By accurately and honestly answering that question, we can improve our reach and engagement with those audiences. Are they communities with a common interest, or are they individuals with different needs?
- Mark talks about craft a lot here. That's because we're really talking about storytelling. People like to read, hear and watch stories about other people. Mark also talks a lot about empathy. By asking yourself what your audience want, you'll be able to tell stories that resonate with them. Who's affected by the issues? Who benefits from your research?
- Who has the audience you want to reach? Who has credibility? Influencers are a very potent resource, but you need a strategic approach to working with them. You can learn a lot from how they use Twitter, what they do that their audience engages with.
- Once you've done some thinking and planning, you can get started. We'll start by looking at the anatomy of a profile in detail.
- This is how you create a connection to your audience. Cover image (recommended dimensions are 1500x500 pixels), profile photo, name and username (up to 50 characters for your name, username has 15 characters and must be unique), blue tick, bio, location, website, join date. Pinned tweet is a great way to showcase current work, CTA, or expand on your bio. Lists are useful ways to curate and categorise Twitter accounts. There are loads of interesting ways of using them (team directory, event attendees, small communities, resources for customers, competitor lists, industry news). Moments allow you to curate tweets around a story or event (show a moment).
- Seth is professor of digital journalism and law at the University of New Hampshire - a 'flagship public research university'. He's also written six books. On Twitter, and in US media, he has carved out a niche as the leading academic voice on the Trump Russia investigation. He's done that by doing threads that do detailed analysis of the facts around the case, and responding to breaking news in real time. What does he get out of this investment? Media coverage of his tweets, interview and comment requests. Worth noting that his timeline has little to no self promotion. But his URL is a CTA to donate to him and support his writing.
- Look at the number of likes and RTs. There are lots of positive replies as well. Something Seth doesn't do is market his products or promote his work on the back of this thread. He's giving the audience exactly what they want: facts, analysis and a unique voice. His threads might be 30 tweets in length, but the engagement doesn't dip.
- Sheffield Hallam’s Twitter presence has almost doubled in the last 18 months (38% increase in last year), is still relatively small. Our organic reach on Twitter is around 20% that of the University of Cambridge, and half that of London Business School. Last year we sent 1,081 tweets, 78% of which were conversational (involving, or to, another user) and 22% of which were broadcast announcements. Our corporate content often has a student recruitment flavour, but we have initiatives (like TweetChats) to engage other stakeholders, such as Higher Education professionals and influencers.
- Example of a Twitter chat.
- Part of a wider campaign around International Nurses Day. Again, objective is profile-raising. But also using our social media presence to connect a community around a topic, or maybe a movement. Core principles: has to be a clearly-defined audience, has to be thought-provoking.
- In March, Nick gained 97 new followers, had 105,000 tweet impressions (a rise of 945.3% from February), an increase of 606.8% in profile visits, and an increase of 694.6% in mentions.
- Do less better. Don’t be fooled into thinking more output equals more reach. It doesn’t.
- Tweets have 18 minutes to engage people. Tweet people, reply to people, like their tweets.
- Two max. And they must have a purpose, or even a community around them.
- They give your tweets pace.
- Take your time and think before you post.
- And people like stories about people. Think of any film, book, song, TV show, poem, speech that’s popular. It more than likely tells a story about people.